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A guide on how to identify your influencers, engage influencers, and find more influential people.
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How to Market toYour Influencers
Webinar
Webinar Agenda
• Identifying Influencers
• Engaging Influencers
• Finding More Influencers
3
NASCAR Fan
FoodNetwork Fan
Ilikecats
Quick Facts
• Data on 900+ million records
• 400+ million consumers
• 52+ billion friend connections
Rapleaf helps you gain customer insight, improve customer engagement, and acquire more customers.
Headquarters: San Francisco, CASatellite Offices: Chicago, IL
New York, NY
About Rapleaf
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Rapleaf Data: The 4 W’s
WHO?Age, gender,
location, occupation, income, and more
WHAT?Interests, affinities, lifestyles, products,
social influence
WITH WHOM?Friends and associates
WHERE?Social sites used and where they hang out
online
Who is the Influencer?
Who is the Influencer?
Did You Know?
% of buyers who rely on WOM for purchases:
Dining and restaurants
67%
Computers and software
38%
Travel and vacation
22%
Influencers…
• Shape opinions of people around them
• Can direct and stir conversation about brands
• Have high “Total Referral Value”
Identifying Influencers
3 Basic Considerations
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2
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Reach – Size of audience and friends, and people in their networks
Production – How much content generated
Distribution – Openness to passing along info
Identifying Influencers
How do you find them?1. “Share Me” email campaigns – coupon
redemptions, clicks2. Referral awards and programs3. Reactions to online posts/updates – referral
stats from bit.ly links4. Klout scores on Twitter5. High friend counts – check out Rapleaf API trial
(low-volume queries are free)
…now what?
Engaging Influencers
1. Give away free samples and trials
Engaging Influencers
2. Offer invite-only promotions and access to special events (and invite friends)
Engaging Influencers
3. Build a referral program
Engaging Influencers
4. Ask for feedback (and listen)
Engaging Influencers
5. Setup customer service (and other) flags
Actor Kevin Smith, kicked off of plane for being overweight, shared his experience with 1.6 million Twitter followers
Engaging Influencers
6. Surprise them
Engaging Influencers
7. Establish a brand advocate program
Engaging Influencers
8. Have executives, management call them
Finding More Influencers
Find influencers who share your goals or are passionate about similar things
Finding More Influencers
Engage people who are already influential
Easier if you find your customers’ digital footprint:
• Facebook Connect
• 3rd party services
• Ask
Last Bits of Advice
Influencer marketing is not a short cut.
• Make every customer happy
• Surpass expectations
• Be creative
• Impress them
• Give them things to talk about
• Measure results
• Stay humble
Finally…
Please contact Michael Hsu (michael [at] rapleaf.com)
Rapleaf667 Mission St, FL 4San Francisco, CA 94105www.rapleaf.cominfo@rapleaf.com415-886-7270Twitter: @rapleaf
Questions?
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